Theme: Engage authentically

Listen and respond. Invite people to get to know you. Participate in a way that feels natural to the user. Admit what you don’t know. Be human.

Strategy: Share yourselves and your processFind a way to invite your followers to know you better, as a brand or as individuals. Demonstrate transparency, and show why you can be believed. Posts to consider: A roundup of what you’re working on, with an invitation to contribute ideas. Information about your web analytics or listener info (what is most popular, demographics of your audience, etc.). An explanation (maybe with an informal video?) of how a piece of coverage came together. A post saying what your staff members are doing this weekend (or what they love most about summer, or what they love about their moms, or anything else timely) with an invitation to participate. Also be willing to say what you don't know or what you mess up. Ask for help in your reporting. Consider, when appropriate, publicly thanking people who help you do your job. METRICS: Take a quantitative (how many) and qualitative (how good/interesting/diverse) look at the response. Take note of any that express an interest or disinterest in knowing more about you as an organization or as individuals.